Joshua, MediaCom win pounds 2m draw brief for Reader’s Digest

Joshua and MediaCom TMB have won the pounds 2 million full-service Reader’s Digest Prize Draw brief, spelling the end of Bates UK and Zenith Media’s two-year relationship with the advertiser.

Joshua and MediaCom TMB have won the pounds 2 million full-service

Reader’s Digest Prize Draw brief, spelling the end of Bates UK and

Zenith Media’s two-year relationship with the advertiser.



The winning agencies’ brief is to warm up audiences in January for the

imminent arrival, through their front doors, of the pounds 250,000-prize

competition entry form, and to build up credibility for the Prize

Draw.



The Grey-owned direct and media outfits pitched against the incumbent,

plus WWAV Rapp Collins, and Delaney Potter Cawley with BJK&E Media,

according to Andy McQueen, the Reader’s Digest magazine circulation

director and general manager of new business.



He said: ’Joshua and MediaCom TMB pitched together and their creative

was good and their media was very well thought out.



’It was a strategic review, and nothing to do with the hoo-ha which is

going on at Bates at the moment.’



McQueen added that the bulk of the next campaign will run over one week

in January. TV usually takes up the whole budget during that week, but

McQueen said this time he wanted to try other media in a bid to reach

other consumers in a ’very different’ way.



He declined to discuss which new media would be used, or specify in what

way the creative work would be different.



But Nick Velody, Joshua’s director of advertising, said: ’The Reader’s

Digest Prize Draw is something which has become so familiar there is

always a danger it may have lost some of its impact and relevance for

people.



’We see this is an opportunity to make the draw come alive,’ he added.



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